Iron Man becomes a Diabetes Hero in initiative from Siemens and Marvel Custom Solutions

Nov 14, 2014

Just in time for World Diabetes Day, the Diagnostics Division of Siemens Healthcare, in collaboration with Marvel Custom Solutions, is raising awareness about the importance of diabetes monitoring through a new educational initiative, “Become a Diabetes Hero”. Through the program, healthcare professionals have access to an information kit—which includes an all-new custom comic book starring the world-famous Iron Man1—aimed at engaging and empowering their young patients, parents and caregivers by increasing the understanding of diabetes and the critical role that point-of-care (POC) hemoglobin A1c (HbA1c) testing plays. POC refers to in vitro diagnostic testing that occurs outside of the central laboratory, such as in physician offices, emergency room and outpatient clinics.


“With a simple fingerstick of blood, diabetes can be easily managed with HbA1c testing, allowing the physician to discuss results with the patient and take immediate action,” explains David Stein, Ph.D, CEO, POC Business Unit, Siemens Healthcare, Diagnostics Division. “As a global leader in POC HbA1c testing, Siemens is excited to collaborate with Marvel Custom Solutions on this program to enable healthcare professionals to facilitate education and discussion with young patients and their caregivers.”


A cornerstone of the “Become a Diabetes Hero” information kit is the 8-page custom comic book, Early Warnings, featuring Iron Man and Marvel Custom character, Daisy, a young girl who develops diabetes and manages her disease. Other materials in the kit include a set of coloring pages for young patients to complete in waiting rooms or take home, an information pamphlet and a program poster for display in exam rooms. The custom comic book and short animation featuring Iron Man and Daisy are also easily accessible at:


“For over 75 years, our heroes have faced diabolical villains with courage and determination. Following in their footsteps, we are proud to work with Siemens to develop an entertaining and educational story that adolescents can use to help monitor and manage diabetes,” said Bill Rosemann, Creative Director Marvel Custom Solutions. “Siemens’ insight and passion were critical to helping us bring this important issue to life in a compelling adventure that will speak directly to young readers and their parents.”


Diabetes is a growing concern among children and adolescents. It is estimated that 440,000 children worldwide have diabetes, with 70,000 new cases diagnosed each year.2 Also, in the United States alone, one in four adolescents (ages 9-12) may be on the verge of developing Type 2 diabetes or could already be diabetic, representing a sharp increase from a decade ago, when it was estimated that fewer than one in 10 adolescents were at risk for or had the disease.3 If the disease is not properly managed, children with diabetes can eventually experience serious complications, including cardiovascular disease, nerve damage and kidney damage. HbA1c testing measures average blood glucose control for the past 2 to 3 months to show how well a patient is managing diabetes. A patient with high A1c levels is at greater risk for developing diabetes-related complications.4


The limited edition “Become a Diabetes Hero” materials are available to healthcare professionals in English, Spanish and German through their local Siemens representative.


For further information on Siemens diabetes testing solutions, please visit:


Contact for journalists

Susan Drew
Siemens AG Healthcare
Phone: +1 914-524-2844; E-mail:
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Siemens AG (Berlin and Munich) is a global technology powerhouse that has stood for engineering excellence, innovation, quality, reliability and internationality for more than 165 years. The company is active in more than 200 countries, focusing on the areas of electrification, automation and digitalization. One of the world’s largest producers of energy-efficient, resource-saving technologies, Siemens is No. 1 in offshore wind turbine construction, a leading supplier of combined cycle turbines for power generation, a leading provider of power transmission solutions and a pioneer in infrastructure solutions and automation and software solutions for industry. The company is also a leading supplier of medical imaging equipment – such as computed tomography and magnetic resonance imaging systems – and a leader in laboratory diagnostics as well as clinical IT. In fiscal 2013, which ended on September 30, 2013, revenue from continuing operations totaled €75.9 billion and income from continuing operations €4.2 billion. At the end of September 2013, Siemens had around 362,000 employees worldwide on the basis of continuing operations. Further information is available on the Internet at

About Marvel Custom Solutions

Custom Solutions is Marvel’s in-house creative agency that leverages all the greatest talent within Marvel Entertainment to create highly dynamic and compelling content and campaigns for global brands. Marvel Custom Solutions has the ability to deploy the work it creates through its robust print, digital, social and theatrical platforms, adding scale to the programs it creates.

About Marvel Entertainment

Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of more than 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information visit © 2014 MARVEL


2International Diabetes Federation. The Global IDF/ISPAD Guideline for Diabetes in Childhood and Adolescence. Available at Accessed 10/7/14

3Ashleigh, L. et al. Prevalence of Cardiovascular Risk Factors in U.S. Adolescents, 1999-2008. Pediatrics. 129(6):1035-1041.

4National Institutes of Health. Medline Plus. A1C test. Available at. Accessed 10/23/14